Guilherme Maciel From Tail: Our Mission Is To Help Publishers Come Up With New Ways To Monetize Their Content

The Operations Director at Tail for Latin America and U.S. Hispanic, Guilherme Maciel, shared during the 2017 SIP Connect event that the industry’s main challenge is market maturation in terms of technology implementation. “This is a conversation we began in 2012 in Brazil, the first years were very difficult, but now the market has grown more mature. We all know what we’re talking about when we mention a DMP. It seems to me that in Latino markets, especially in Mexico, Argentina and Colombia, the market is maturing so that people can get used to using tools like this that offer publishers many advantages. This whole ecosystem also includes programmatic and is a universe of possibilities that only grows” explained Maciel.The executive said that the SIP institution is very important for them because it unites several Latin American sites with millions of readers. “Our mission is to help publishers come up with new ways to monetize their content, the most scalable and simple of which is to generate a personalized audience” he said. “If we don’t have publisher’s advertising investments, this market will not be sustained.”